As part of the review the roster, which is now called the Cultural Diversity Framework, has ditched most of the marketing agencies on its £3m roster and installed six others, including Quiet Storm and Livity. The selected agencies have a track record of targeting at least one of the groups covered by the roster. Additionally, the COI has added sole traders and freelancers to provide specialist services.
The roster now covers faith groups, migrants from new territories and subcultures such as urban youth, whose lifestyles, fashion and attitudes transcend ethnic lines.
COI head of cultural diversity Patricia Macauley, who led the review, said: 'The UK's demographics have changed significantly since the framework was established. The government and public sector need to communicate with emerging communities and face an increasing challenge to engage a diverse range of audiences.'
One of the first projects the roster agencies will pitch for is a chunk of the Department of Health's planned £75m obesity campaign, as it plans to target specific ethnic minority groups.
The approved supplier list now includes: Media Reach Advertising, Livity, Quiet Storm, Here & Now 365, Ethnic Communications, Linstock Communications, The Change Institute, Media Moguls, The Approved Supplier, Reinnovez, Solutions @ Gem, Blackflash Media, Shahrp, 93 ½ PR, PR UK, Tinsel Media, Uproar, The Watch-Men Agency, Focus Consultancy, Rich Visions, and Forster.
Separately, specialist agency Uproar has recently been appointed by the Home Office to handle a knife crime and possession brief.
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